pay independent developers for making apps that are missing and needed.
- They rewarded people $100 per app (4 or 5 max)
- Those with established iOS/Android apps where offered $10,000 (some where offered the cost) for a port
- Microsoft themselves wrote some of the "killer" apps.
It was catch-22: no apps = no users, and no users = no apps.
The actual development process for win mobile was shockingly bad, so that didn't help either.